NEW car, new approach. That's the best way of describing the latest generation Ford Mondeo and its maker's attitude towards marketing and selling it.

No longer a simple pile 'em high and sell 'em cheap exercise, the arrival of this Mondeo heralds a not so subtle change in the way the Blue Oval plans to do business.

Borne out of the fact that your regular mass market large family car is being overtaken in the desirability stakes by premium offerings from the likes of Honda, BMW and Audi, the manufacturers of volume cars are having to raise their game.

This entails more than chucking in a fancy stereo or leather seats. Ford has decided to go one better with its new generation Mondeo, by mirroring the overall ambience that's much loved by owners of premium cars.

Everything from the way it has been constructed to how well the cabin is equipped to the materials used and the way the car drives is noticeably more upmarket.

First impressions reveal that Ford has done an excellent job of distancing the Mondeo from the mainstream opposition.

Looks are subjective at the best of times, but it's clear that the car's wide stance and dominant grille help it stand out in a positive way.

In five-door form, which is set to be the most popular bodystyle by a comfortable margin over the estate and saloon respectively, the Mondeo's modest rear is deceptive as the tailgate hides a voluminous loadspace. Ford might be keen for its Mondeo to enter the fiercely competitive, style-driven premium sector, but it's not been forgotten that owners still expect it to be a competent, practical vehicle.

And then there's the much-vaunted interior; radical change has been resisted but there's still the impression that Ford's designers wanted a more extrovert look. Dominating the fascia is a wide and generous expanse of silver trim - wood is also available, plus tastefully applied accents for the doors and below the passenger side airbag. The overall effect is successful, as it helps raise the cabin ambience to that of something light and airy - a welcome change from the usual oppressive nature of its new-found rivals.

More than this, everything you touch is of an above average quality. The soft-feel plastics, precise switchgear and supportive seats all contribute to this premium, and welcome, feeling.

Despite this obvious ramp-up in quality, Ford hasn't inflated the car's asking price. In fact, even when the tangible improvements - more safety and comfort equipment - are factored in, you end up paying a few hundred pounds less like-for-like with the old car.

So what do you get for your money? Seven airbags for starters, including a driver's knee airbag. Also, a choice of audio systems with the option of a CD changer plus the now expected aux socket for MP3 players. DVD-based sat-nav is another option, with the large colour screen located high up in the fascia. And no modern car would be complete without climate control - another welcome addition to the Mondeo's kit list.

You get to choose from four trim levels: Edge, Zetec, Ghia and Titanium X. Zetec and upwards get the aforementioned climate control, while Ford describes Ghia as 'classic luxury' and Titanium X as 'modern techno'. In real terms the former is the plush one and the latter a sportier-looking and feeling alternative. The Mondeo range is fleshed out with a typically broad selection of engines, book-ended by a modest 1.6 petrol and turbocharged 2.5 petrol unit, with the middle ground populated by more sensible petrol offerings (1.8, 2.0, 2.3) and the usual dieseLs - 1.8 and 2.0-litre units.

For all the Mondeo's premium aspirations, it's acknowledged even by Ford that the middle order petrol and 2.0-litre diesel variants will take the lion's share of sales - especially to cost-conscious fleet managers. As such, it's good to be able to report that the 2.0-litre diesel is a strong performer. Boasting 140 horsepower when connected to the standard six-speed manual gearbox, it's not short of thrust at any speed and is pleasantly refined. Realistically it's all you'll ever need.

All, that is, unless you fancy spicing up the experience. For that you'll need the 2.5 turbo petrol motor, which can also be found in Ford's acclaimed Focus ST. With 220 horsepower on tap, this Mondeo doesn't hang about. It sounds good too, and the extra performance does much to unlock the car's already impressive handling characteristics.

Whichever variant you opt for, you won't be let down by dull driving dynamics. Ford has shown with previous Mondeos that it knows a thing or two when it comes to entertaining drivers.

This version is no different, and it's easy to have fun without breaking into a sweat. Ironically, the Mondeo shows how it should be done - and puts a number of its more expensive rivals to shame into the bargain.

And when you're not in the mood, the car is hushed at cruising speeds - something that's sure to please members of the high mileage club.

Another pleasing Mondeo attribute is the cabin's practical nature. For all the car's upwardly mobile stance, the designers haven't forgotten somewhere for your mobile phone, a convenient place for maps and a decent size glovebox. The five-door hatchs split/fold rear seat further extends the car's load carrying capacity.

To use a phrase more familiar to Transit owners, "Job Done" springs to mind when assessing this latest generation Mondeo.

It looks, behaves and feels more expensive than it really is, and is more enjoyable and engaging to drive than many of its so-called premium rivals. Equipment levels are up, as is attention to detail and the focus on safety - both the passive and active provision.

Mondeo Man just got another reason to keep the faith in the light of desirable cars from a rapidly expanding pool of affordable, premium alternatives. There's no need to make excuses for that Ford on your drive - it really is the business.

Verdict: Top class performance and luxury feel at an affordable price